Knowing every console lives or dies on the strength of its early game launches, Manning Gottlieb decided to focus on a successful launch of F1 Championship Edition. A game specific, virtual, advertiser-funded magazine was circulated to 1.2 million of the target audience, combining magazine editorial values with online trial excitement. An online strategy was the perfect solution to engage the technically-minded target audience. Sales of the game exceeded targets by 72% and the PS3 became the fastest-selling electronic device in the UK. Find out more...

PlayStation needed to undertake a very special campaign strategy to reach its sky-high sales targets at launch.